how to build catering brand IP? Brand IP is a symbol that a catering brand is recognized by consumers. Many catering people want to create a catering IP all their lives, so is it difficult to create a catering IP? As the old saying goes, it is not difficult for those who are in trouble to learn. As long as the method is right, it is not difficult to build catering IP. What are the specific methods?
first, determine the IP image
to become an IP, you often need a concrete image, which can be the founder, the brand LOGO or the mascot. Before building IP, we should decide which image to focus on. For example, McDonald's chooses the brand LOGO, while KFC is the image of a grandfather. After determining the image, the following work can be carried out.
We have also met catering enterprises that change their IP image every three days. Once the IP is changed, all the previous work will be wasted, so we must be cautious before promoting it. I'm not sure which IP to use. Here are some ways to choose an IP. For example, you can find fans to audition and choose fans who think it is more in line with the image of the store. In addition, it is a small-scale test to see the response of the audience and find out the best effect.
second, design the IP image
if the store uses the founder as an IP, it needs to design the IP. if the positioning is a brand logo or a virtual mascot, it is very likely that there will be an iterative need for upgrading. Because the design of the first edition of most restaurants is not the most ideal, the truly ideal IP is produced after the baptism of consumers.
That is to reshape the IP image according to consumers' cognition and the tonality of brand management, and fine-tune it on the basis of retaining the original main vision, which is closer to the image in consumers' minds. For example, the logo of the fat brothers has been iterated in multiple versions.
Third, promote the image of IP
After IP comes out, if it is not promoted, it will be shelved and useless. Promoting IP is the most important thing to build IP. Many restaurants have little problems in the first and second steps, so the card is stuck in this step. Before promoting IP, we should understand a truth: IP cannot be built quickly, and no brand can be built in two days.
once you understand this truth, you will have a definite aim. To work out an annual plan for IP promotion, take Canada Goose, a luxury product, as an example. Now it's all over the North and Guangzhou. You know, they found many stars to plant grass before the fire. To promote the IP of catering stores, you can also take the route of planting grass and find more food KOL to punch in, so that the image of stores is everywhere on the Internet. Over time, IP will naturally come into being.
fourth, do marketing events
catering IP also has the possibility of accelerating its growth, that is, it can be quickly circled through event marketing. The hometown chicken broke the circle because of a conference in 211 yuan, and other catering brands can also learn from it. However, the operation of event marketing is relatively difficult, and whether it can be a marketing event that breaks the circle, ability and luck are very important.
A catering customer we served recently encountered an incident of being hacked by a catering colleague. Through our clever public relations, we not only did not cause losses, but also increased the brand's exposure. This kind of thing is not the best. Once it is encountered, we must have strong operational ability to solve it, otherwise it will be dangerous.
the method of building catering IP is probably the above four steps, and it is not easy to walk well in each step. It is precisely because of the difficulty that it is precious to successfully build an IP. You can still do it with your heart.